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January 2025 - January 2026
Detailed observation of presented data
Consulting stands out as a strong click-through performer in 2025, consistently outpacing the global Facebook Ads benchmark while moving through pronounced peaks and brief dips. The year opened soft, surged in spring, eased through midsummer, and then accelerated sharply into Q4. Amid that rhythm, Consulting delivered higher CTRs in every month of the year and showed notably greater month-to-month movement than the market overall. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Consulting in All countries available compared to the global benchmark.
Across all countries, Consulting’s Facebook Ads CTR averaged 2.61% in 2025, versus a 1.84% global average—about 42% higher. The year began at 2.05% in January and finished at 3.31% in December, a 61% lift from start to finish. The annual low landed in January (2.05%), while the high came in December (3.31%), with secondary highs in November (3.25%) and April (3.08%).
Momentum-wise, February jumped to 2.60% before moderating in March (2.33%) and then spiking in April (+0.76 points month over month), the largest single-month gain of the year. That surge was followed by a May correction (−0.52 points), a gradual cool-down into July (2.16%), and a steady climb from August through October (2.76%). The strongest run arrived late: November and December both cleared 3%.
Volatility for Consulting averaged a 0.33-point absolute change per month, roughly five times the global benchmark’s 0.07-point pace. That choppier profile helped produce standout months but also brief corrective dips, especially around May and midsummer.
Seasonality is clear. Q1 built from a January trough to a February pop, with March settling near the quarter’s 2.33% average. April delivered a spring spike above 3%, a familiar pattern as fresh creative cycles and broader campaign rotations lift engagement. From there, CTRs softened into July, reflecting a midyear lull, before rebuilding through late summer and lifting decisively in Q4.
Q4 was the most elevated stretch for Consulting, averaging 3.11% from October to December. Even with typical year-end competition, CTR performance accelerated, peaking in December. By comparison, Q3 was the softest run for the category (2.31% average), though still above market.
Consulting’s CTR outperformed the global benchmark every month, with the gap widening in big spike months. The narrowest relative premiums appeared in July (+15%) and August (+17%), when the category briefly converged toward the market. The widest gaps surfaced in April (+81% vs. global) and November (+68%), with December close behind (+56%). Across the year, Consulting grew faster (+61% from January to December) than the global trend (+26%), and it moved more sharply month to month, reflecting higher sensitivity to seasonal and campaign cycles.
In short, Facebook Ads CTR performance for Consulting across all countries tracked above market all year, with pronounced surges in April and Q4 and a short midsummer dip. Understanding Facebook Ads benchmarks for CTR in the Consulting industry across All countries available helps marketers contextualize industry ad performance against global trends and country-specific ad costs.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the Consulting industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. Why we use median instead of average We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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